For their latest release—the Nike Free 5.0—Nike reached out to Uruguay-based advertising agencyPublicis Impetu to communicate the unique flexibility attributes of the iconic shoe…and what better way to communicate the flexibility of the shoe than to shrink a traditional shoebox to 1/3 of its original size?

The Nike Free Box looks like any typical orange Nike shoe box from a distance, but when presented to a buyer it is designed to surprise them and demonstrate how flexible the shoe design really is…while still being able to retain its original shape upon taking out of the box:

Perhaps most importantly—and overlooked?—is the dramatic difference this could make for shipping costs. With a new die design, Nike could fit 2/3 more Nike Frees per container if they take this from marketing stunt to an actual functional box design that simultaneously shows off the benefits of the product inside.